How to get customers using content

Almost every B2B founder I talked with agreed that content is important.

Yet, just a few manage to actually use it in a strategic way for customer acquisition and not just for traffic or “awareness”.

That’s because the content is usually created “to be visible” and nobody is thinking about who reads the content.

Exactly, your potential customers.

Because when you start to focus on people, you think and understand the way they are buying (which is very similar to yours, btw).

This means people might be aware of a problem, but not be ready to buy. Or not be aware at all. Or be highly interested.

A lot of options, I know.

These options can be well covered and mapped by building a buyer journey and understanding what people are doing.

When you do this, you start to know what content they actually need.

And when you do that, you trigger people more deeply, because the content you produce is tailored to them.

This is exactly the method I’m using for customer acquisition when it comes to Demand Hive or clients’ businesses.

I create the content (or the content strategy) based on the stage where they are in the buyer journey:

If they are not aware, I try to educate them and build authority for my business.

If they are aware, I try to build trust and show them how I can help.

If they are interested, I try to prove why they should work with my company.

If they are ready to buy, I try to handle every objection so we can sign the contract.

This works with every type of content possible, no matter if it’s about LinkedIn posts, newsletters, or the overall content strategy.

And not only “it works” – it’s much needed.

Because if your content doesn’t cover the buying journey in one way or another, you’ll struggle at certain stages.

And think about it (and about the way you buy too): if they don’t trust you, would they buy from you?